Symboliskt perspektiv på varumärken
 

SKOC26: Varumärkeskommunikation VT25
Moment 2: Varumärkning av konsumentprodukter

nils.holmberg@iko.lu.se

Quantitative methods

    1. Experiments and
      Threats to Validity
    1. Survey Research,
      Questionnaire
    1. Quantitative
      Content Analysis

Course literature

Boyle and Schmierbach (2015)

Boyle and Schmierbach (2019)

Lectures and workshops

Data collection (nov 12)

    1. Concept Explication and Measurement
    1. Reliability and Validity
    1. Effective ­Measurement
    1. Sampling
    1. Content Analysis

Exam question 1

Data analysis (nov 26)

    1. Experiments and Threats to Validity
    1. Survey Research
    1. Descriptive Statistics
    1. Inferential Statistics
    1. Multivariate Statistics

Exam question 2

9. Experiments and Threats to Validity

  • Random Assignment (p. 225)
  • Between-Subjects Design (p. 227)
  • Within-Subjects Design (p. 228)
  • Treatment Groups (p. 233)
  • Stimulus (p. 233)
  • Control Group (p. 238)

Next steps

Workshop 2, dec 2

References

Boyle, Michael, and Mike Schmierbach. 2015. Applied Communication Research Methods: Getting Started as a Researcher. Routledge.
———. 2019. Applied Communication Research Methods: Getting Started as a Researcher. Routledge.

https://canvas.education.lu.se/courses/32175